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Warner launches new advertising and content unit headed up by Uproxx boss
By Chris Cooke | Published on Wednesday 28 April 2021
Warner Music has announced the launch of a new digital advertising and creative content department within its services division WEA which will, and I quote, “unify WMG’s digital advertising firepower under one unit”. Yeah, whatever you say.
The new department will be headed up by LA-based Benjamin Blank, who was previously CEO of Uproxx, the website and digital content business Warner acquired back in 2018. He will become the major’s President Of Media, with the music firm’s other websites and digital content assets – in particular Songkick and HipHopDX – also falling under his new remit, as well as all things Uproxx.
Each of those platforms will “continue to operate separately from each other with journalistic independence and creative freedom”, Warner says, but Blank will “have oversight of the creative teams as well as overseeing advertising sales”.
Blank will report to Maria Weaver, who joined Warner as President of WEA last year, having previously worked in media and advertising.
She says of the rejig and Blank’s new job: “Since meeting Ben I’ve been impressed with his drive, his leadership, and his fearless ability to think outside the box to create meaningful and engaging content. He’s always in tune with the cultural conversation and he and the Uproxx team have built something really special. There’s no doubt he’s the right person to take the reins as we take a new approach to our owned media”.
Meanwhile, Blank himself adds: “Warner Music is a powerhouse, home to not only some of the world’s most influential artists, but also to culture-shaping brands and online destinations for music fans. Putting this collective firepower under one roof makes sense, allowing our partners to tap into our broad reach of fans across the globe at an even bigger scale. I look forward to working alongside Maria and am excited to continue to collaborate with my Uproxx family and everyone at HipHopDX and Songkick”.
